Write a Compelling B2B Case Study / Customer Success Story from Udemy

If you want to generate more leads and win more deals, learn how to write awesome marketing case studies. A case study is a type of marketing content that tells the story of how a customer achieved success with your product or service.

The secret to your success is picking the right customer, and asking them the right questions. When you pick an awesome customer, and when you get them to give you equally awesome answers to your questions, you end up with, you guessed it, an awesome case study.

I’m Alan Sharpe, and welcome to my course on how to write amazing B2B case studies. I designed this course for salespeople, marketers, content writers, copywriters and anyone else who has to generate B2B leads and nurture B2B leads with the written word.

Sales and marketing leaders consistently rank case studies as one of the most effective pieces of sales collateral in their toolbox. In this course, I teach you step by step how to write them.

I teach you how to:

pick the right customer
match your case study to your intended reader
prepare for your customer interview
ask the right questions and follow up questions
turn your interview transcript into an outline
turn that outline into a powerful, logical, compelling, persuasive case study

In this course, you learn how to write your case study title, the four mandatory sections, and the four optional extras of every case study. Look over my shoulder as I start with a blank screen and write a B2B case study from scratch, guiding you every step of the way. Learn the things you must do, the blunders you must avoid, and the best practices you must follow to make your case studies awesome, and effective.

I have been writing marketing case studies for more than 30 years. I have been interviewing business leaders and turning their answers into compelling case studies since before the internet was a thing. In this course, I show you all that I’ve learned the hard way along the way.

If you need to write case studies that help you secure more sales appointments and win more deals, check out the detailed course description below. Watch the free preview lessons. Read the reviews from my satisfied students. Then enroll now.

What's inside

Learning objectives

How to interview a customer to get the facts needed to write a case study
How to format a case study to give it a logical and compelling flow

How to write each of the four sections of a case study so that they showcase the customer's success with your solution
How to title your case study so that it attracts your prime prospects

How to interview a customer to get the facts needed to write a case study
How to format a case study to give it a logical and compelling flow
How to write each of the four sections of a case study so that they showcase the customer's success with your solution
How to title your case study so that it attracts your prime prospects

Syllabus

Prepare for Success

Understand the The Who, What, Why, Where, When & How of Case Studies

Anatomy of a Case Study

Pick the Best Customer

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Teaches how to pick the right customer and ask the right questions, which are critical skills for crafting compelling narratives

Explores the anatomy of a case study, which is a foundational element for anyone looking to create effective marketing materials

Covers how to avoid mistakes when writing case studies, which can save time and improve the overall quality of marketing content

Includes sample case studies, which can serve as practical examples and templates for learners to follow and adapt to their own needs

Features a lesson on using ChatGPT to summarize case studies, which may be useful for those looking to leverage AI in their content creation process

Requires learners to interview customers, which may pose a challenge for those who do not have existing relationships with clients or access to interview subjects

Reviews summary

Writing effective b2b case studies

According to learners, this course provides highly practical, step-by-step guidance on writing compelling B2B case studies. Many students found the instructor's expertise invaluable and appreciated the clear structure covering everything from interviewing customers to crafting the final story. The course offers actionable strategies and useful examples, making it an excellent resource for those new to case study writing. While overwhelmingly positive, some reviewers suggested it could delve deeper into advanced techniques for more experienced writers. The addition of content on using AI for summaries was noted as a modern, helpful bonus.

Excellent starting point for newcomers.

"Perfect introduction to case study writing if you're new."

"Highly recommend this course for beginners in marketing or copywriting."

"It helped me understand the fundamentals and build confidence from scratch."

Examples and templates are highly helpful.

"The sample case studies provided were very useful as references."

"Appreciated the list of interview questions; it was a great starting point."

"The templates provided a solid framework and saved me a lot of time."

Instructor shares valuable real-world insights.

"Alan Sharpe's experience in the field is evident throughout the lessons."

"Learned so much from his real-world examples and practical tips."

"His insights on customer interviewing were particularly useful and based on years of experience."

Provides actionable framework and clear steps.

"Walked me through the entire process from A to Z."

"A practical guide I could follow easily to write my first case study."

"Gave me the confidence and the steps needed to start writing case studies effectively."

May be basic for seasoned writers.

"As an experienced copywriter, some parts felt like a review of basic principles."

"Could benefit from more advanced strategies or nuances for complex situations."

"Wish there were sections that went deeper into persuasive writing techniques within the case study format."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Write a Compelling B2B Case Study / Customer Success Story with these activities:

Review B2B Marketing Fundamentals

Show steps

Solidify your understanding of B2B marketing principles to better grasp the context and purpose of case studies.

Browse courses on B2B Marketing

Show steps

Review key B2B marketing concepts.
Identify the role of case studies in the B2B sales cycle.

Read 'Everybody Writes' by Ann Handley

Show steps

Improve your writing skills to create more engaging and persuasive case studies.

View Everybody Writes: Your New and Improved Go-To... on Amazon

Show steps

Read the book and take notes on key writing principles.
Apply the principles to your case study writing.

Practice Interview Questioning

Show steps

Refine your interviewing skills to extract valuable information from customers for your case studies.

Show steps

Create a list of sample interview questions.
Role-play customer interviews with a colleague.
Record and review your interview performance.

Four other activities

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Show all seven activities

Analyze Existing Case Studies

Show steps

Learn from successful case studies by dissecting their structure, content, and persuasive techniques.

Show steps

Find several examples of well-regarded B2B case studies.
Analyze the structure and flow of each case study.
Identify the key elements that make them effective.

Develop a Case Study Outline Template

Show steps

Create a reusable template to streamline the case study writing process.

Show steps

Define the essential sections of a case study.
Create a template with placeholders for each section.
Refine the template based on feedback and experience.

Create a Case Study Portfolio

Show steps

Showcase your case study writing skills to potential clients or employers.

Show steps

Select your best case studies.
Format them professionally.
Create a portfolio website or document.

Read 'Building a StoryBrand' by Donald Miller

Show steps

Apply storytelling principles to make your case studies more engaging and memorable.

View Building a StoryBrand 2.0: Clarify Your Message... on Amazon

Show steps

Read the book and understand the StoryBrand framework.
Apply the framework to structure your case studies.

Career center

Learners who complete Write a Compelling B2B Case Study / Customer Success Story will develop knowledge and skills that may be useful to these careers:

Copywriter

Copywriters are responsible for creating persuasive and engaging content for various marketing materials. This course gives you the skills to add case studies to your portfolio. It teaches you how to interview customers, ask the right questions, and craft compelling narratives that showcase their success using a specific product or service. By mastering the art of writing effective case studies, you can provide clients with powerful tools to acquire more customers. The course helps build a foundation in the essential elements of a case study, from the title to the various sections, ensuring your work is persuasive and informative. Learning how to turn interview transcripts into compelling stories will make you a valuable asset to any marketing team.

See salaries and explore the career path for Copywriter

Customer Success Manager

Customer Success Managers focus on ensuring customers achieve their desired outcomes while using a company's product or service. This course helps you document those success stories in a compelling way. By learning how to write effective case studies, Customer Success Managers can highlight the value they provide to clients and showcase the tangible results achieved. The course empowers you to interview clients, gather relevant information, and transform it into persuasive case studies that demonstrate the product's effectiveness. Skills taught such as how to format a case study in a compelling way and to write each section of the case study to showcase client success, enable you to shine in your role.

See salaries and explore the career path for Customer Success Manager

Content Marketing Manager

A Content Marketing Manager strategizes, creates, and manages content to attract and engage a target audience, ultimately driving leads and sales. This professional understands how to leverage various content formats, including case studies, to achieve marketing goals. This course helps you excel as a Content Marketing Manager by providing the skills to produce compelling B2B case studies. You'll learn how to pick the right customer, ask the right questions, and transform interview transcripts into persuasive narratives, skills crucial for showcasing customer success and attracting new prospects. The course's focus on understanding the anatomy of a case study, writing effective titles, and avoiding common mistakes directly translates to creating high-impact content that resonates with your audience.

See salaries and explore the career path for Content Marketing Manager

Freelance Writer

Freelance Writers create content for a variety of clients, often working on a project basis. With this course, you can differentiate yourself by offering case study writing as a specialized service. The course empowers you with the skills to interview customers, gather relevant information, and transform it into persuasive case studies that demonstrate the product's effectiveness. By mastering the art of writing effective case studies, you can provide clients with this powerful tool. You'll learn how to write each section of a case study, so that they showcase the customer's success with your solution.

See salaries and explore the career path for Freelance Writer

Marketing Communication Manager

A Marketing Communication Manager oversees the development and execution of marketing communication strategies. This course helps you add a valuable skill to your repertoire. By learning how to write compelling B2B case studies, you can create persuasive content that showcases customer success and attracts new leads. The course's focus on picking the right customer, asking the right questions, and transforming interview transcripts into persuasive narratives is directly applicable to creating effective marketing materials. The course teaches students how to write each section of a case study so they show off the customer's success.

See salaries and explore the career path for Marketing Communication Manager

Marketing Specialist

Marketing Specialists support marketing campaigns and initiatives with a variety of tasks, including content creation. This course helps you become a well rounded Marketing Specialist by equipping you with the skills to create effective case studies. The course provides you with the ability to showcase customer success stories, a valuable asset in attracting new prospects. You learn how to pick the right customer, conduct insightful interviews, and transform the information into a compelling case study. Skills such as learning how to write each section of a case study to showcase customer success can make a tangible difference in how marketing initiatives perform.

See salaries and explore the career path for Marketing Specialist

Account Manager

Account Managers are responsible for maintaining and growing relationships with existing clients. This course helps you with producing content that demonstrates the value of our organization's products or services. By learning how to write compelling case studies, you can showcase the success that clients have achieved, making this a powerful relationship building tool. The course empowers you to interview clients, gather relevant information, and transform it into persuasive narratives. Skills that you will develop in the course include how to write each of the four sections of a case study, a vital skill for an Account Manager looking to highlight customer success and foster stronger relationships.

See salaries and explore the career path for Account Manager

Business Development Manager

Business Development Managers are responsible for identifying and pursuing new business opportunities. This course helps you close deals by creating persuasive marketing content in the form of case studies. The course teaches you how to pick the right customer, prepare for and conduct customer interviews, and transform the information into a compelling success story. By mastering the art of writing effective case studies, you enhance your ability to demonstrate the value of the product or service to potential clients. The course helps you secure more sales appointments and win more deals.

See salaries and explore the career path for Business Development Manager

Digital Marketing Specialist

Digital Marketing Specialists implement and manage digital marketing campaigns across various online channels. This course helps you create a vital type of online content in the form of case studies. The course teaches you how to pick the right customer, prepare for and conduct customer interviews, and transform the information into a compelling success story. By mastering the art of writing effective case studies, you enhance your ability to demonstrate the value of the product or service. You learn the things you must do and the blunders you must avoid.

See salaries and explore the career path for Digital Marketing Specialist

Sales Enablement Specialist

A Sales Enablement Specialist ensures that sales teams have the resources and content they need to effectively close deals. Case studies are a valuable tool for sales teams, and this course provides you with the knowledge to create impactful sales collateral. By knowing how to create compelling case studies, you enhance the sales team's ability to demonstrate the value of the product or service. Knowing how to pick the right customer, ask insightful questions, and structure the case study for maximum impact empowers the sales team to address customer pain points and showcase proven solutions. The course helps you master the art of writing case studies, helping you enable sales team success.

See salaries and explore the career path for Sales Enablement Specialist

Brand Journalist

Brand Journalists create journalistic-style content for companies, focusing on storytelling and building brand awareness. This course can help you create persuasive case studies that highlight customer success. The course teaches you how to interview customers, gather information, and transform it into a compelling narrative that showcases the company's impact. By mastering the art of writing effective case studies, you enhance the company's ability to connect with its audience and build trust. The course provides a step by step guide, helping you to turn an interview transcript into an outline.

See salaries and explore the career path for Brand Journalist

Marcom Specialist

A Marketing Communication Specialist AKA Marcom Specialist supports the marketing team. The Marcom Specialist executes the marketing plan, with a focus on communications. This course may be useful by helping you to offer well formed case studies. You will learn how to interview a customer to get the facts needed, how to format a case study, and how to write each of the four sections of a case study. The course focuses on how to title your case study so that it attracts your prime prospects.

See salaries and explore the career path for Marcom Specialist

Content Strategist

A Content Strategist plans, develops, and manages content initiatives that align with business goals. Case studies are a powerful type of content to help clients attract new prospects. This course may be useful by helping you analyze a client's needs and then developing case studies that show how the client's success. You will learn how to pick the right customer and how to interview them effectively. Using the course syllabus, it is clear that the course can help you to write compelling narratives, a fundamental skill for any content strategist. The lessons on how to title a case study to attract prime prospects will be of use.

See salaries and explore the career path for Content Strategist

Technical Writer

Technical Writers create clear and concise documentation for technical products or services. While primarily focused on instruction and explanation, technical writers can also leverage case studies to demonstrate the practical application and benefits of the technology they describe. This course may be useful in helping you write case studies that highlight how the technology helps users. The course's lessons on structuring a case study and writing each section may be useful in presenting information in a clear and compelling way. The course's emphasis on interviewing customers can help technical writers gather the information needed to create effective and informative case studies.

See salaries and explore the career path for Technical Writer

Public Relations Specialist

Public Relations Specialists manage a company's reputation and communications with the public. Although not a core function, this course may be useful by providing you with the skills to create compelling case studies that highlight the positive impact of their clients' products or services. The course focuses on interviewing customers and transforming the information into persuasive narratives, which will assist in showcasing customer success stories. The course's guidance on avoiding common mistakes may be useful in presenting accurate and impactful information to the public.

See salaries and explore the career path for Public Relations Specialist

Write a Compelling B2B Case Study / Customer Success Story

What's inside

Learning objectives

Syllabus

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Reviews summary

Writing effective b2b case studies

Activities

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